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BRAND
 
IMAGE
 
MEASUREMENT
 
OF
 
HAPPYDENT
 
Submitted
 
to
 
Prof.
 
S.
 
Govindrajan
 
Submitted
 
by:
 
Anton
 
Babu
 
Ayan
 
Dasgupta
 
Gaurav
 
Kayal
 
Ishita
 
Goel
 
 
Brand Image Measurement Page 3
EXECUTIVE
 
SUMMARY
 
Happydent,
 
a
 
brand
 
from
 
Perfetti
 
Van
 
Melle
 
India
 
is
 
being
 
tracked
 
in
 
the
 
project.
 
The
 
brand
 
tracking
 
was
 
done
 
though
 
a
 
combination
 
quantitative
 
and
 
qualitative
 
methodology.
 
In
 
quantitative,
 
a
 
suitable
 
adaptation
 
of 
 
Young
 
and
 
Rubicam’s
 
BAV
 
has
 
been
 
used
 
to
 
identify
 
the
 
performance
 
of 
 
the
 
brand
 
in
 
its
 
category
 
across
 
82
 
respondents
 
through
 
online
 
questionnaire.
 
Apart
 
from
 
this,
 
17
 
responses
 
were
 
taken
 
where
 
respondents
 
rated
 
Happydent
 
and
 
other
 
products
 
of 
 
their
 
choice
 
in
 
the
 
same
 
product
 
category
 
on
 
same
 
questions.
 
For
 
qualitative
 
analysis
 
of 
 
the
 
brand,
 
laddering
 
interviews
 
were
 
conducted
 
and
 
Attributes
‐
Consequences
‐
Values
 
identified
 
and
 
plotted
 
on
 
the
 
Hierarchical
 
Value
 
Map.
 
Belonging,
 
Self 
 
Esteem
 
and
 
Societal
 
Conformance
 
was
 
included
 
in
 
most
 
ladders.
 
These
 
value
 
orientations
 
in
 
a
 
person’s
 
ladder
 
have
 
served
 
as
 
the
 
basis
 
for
 
classification
 
in
 
terms
 
of 
 
segmentation
 
and
 
advertising
 
strategies
 
to
 
be
 
followed.
 
With
 
most
 
respondents
 
exhibiting
 
a
 
sense
 
of 
 
belonging
 
 –
 
to
 
the
 
society
 
or
 
their
 
peer
 
group
 
to
 
be
 
specific
 
 –
 
as
 
their
 
‘value
 
orientation’,
 
the
 
scenario
 
for
 
the
 
advertisement
 
i.e.
 
the
 
vehicle
 
by
 
which
 
the
 
value
 
orientation
 
is
 
to
 
be
 
communicated
 
becomes
 
all
 
too
 
clear.
 
(For
 
example,
 
based
 
on
 
the
 
fact
 
that
 
“whitening”
 
is
 
perceived
 
as
 
a
 
desired
 
consumer
 
benefit
 
Happydent
 
took
 
the
 
liberty
 
of 
 
dramatizing
 
whiteness
 
to
 
a
 
degree
 
of 
 
unbelievable,
 
a
 
fantastical
 
exaggeration).
 
The
 
BAV
 
indicates
 
that
 
the
 
brand
 
is
 
a
 
leader
 
in
 
its
 
category,
 
given
 
the
 
fact
 
that
 
it
 
has
 
high
 
‘esteem’
 
(in
 
terms
 
of 
 
the
 
one
 
of 
 
the
 
four
 
broad
 
dimensions
 
that
 
the
 
BAV
 
evaluates
 
a
 
brand).
 
Even
 
though
 
the
 
brand
 
has
 
low
 
‘differentiation’
 
as
 
compared
 
to
 
‘relevance’,
 
it
 
is
 
perceived
 
as
 
a
 
better
 
product
 
by
 
consumers
 
because
 
of 
 
its
 
health
 
utility.
 
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